#3 The Halo of Social Goodwill Effect

Learn how to influence your users to have a more positive perception of your product or service, as well as make them think your products actually perform better, using the Halo of Social Goodwill Effect, discovered by Sean Blair and Alexander Chernev in their 2012 study, Doing Well By Doing Good: The Benevolent Halo of Social Goodwill.

 

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References:

1. Zoom (2022). Zoom Cares Global Grants 2022. Retrieved from https://blog.zoom.us/zoom-cares-global-grants-2022/

2. Avada (n.d.). Tom’s Marketing Strategy. Retrieved from https://blog.avada.io/resources/toms-marketing-strategy.html

3. Blair, S., & Chernev, A. (2012). Doing Well By Doing Good: The Benevolent Halo of Social Good Will. Marketing Science Institute Report, 12(103). Retrieved from http://thearf-org-unified-admin.s3.amazonaws.com/MSI/2020/06/MSI_Report_12-103.pdf

4. Oremus, W. (2022, September 14). Patagonia’s Big Bet on Climate Philanthropy. The New York Times. Retrieved from https://www.nytimes.com/2022/09/14/climate/patagonia-climate-philanthropy-chouinard.html

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